Information sources for visitors' first awareness of a low profile attraction

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Title Information sources for visitors' first awareness of a low profile attraction
Author Weaver, David Bruce; Lawton, Laura Jane
Journal Name Journal of Travel & Tourism Marketing
Year Published 2011
Place of publication United Kingdom
Publisher Routledge
Abstract This is the first study to investigate the source of visitor first awareness of a low profile attraction. Questionnaire responses from 976 walk-in visitors to South Carolina's Francis Beidler Forest reveal word of mouth (WOM) as the most important source, followed by regionally placed brochures and local highway signage. Sample segmentation indicated that local residents are more likely to experience habitual exposure based on routine travel and newspaper subscriptions, while visitors from other parts of South Carolina exhibit social exposure as indicated by a much higher rate of WOM citation. Out of state and international visitors are more likely to experience opportunistic exposure through encounters with tourism publications and with brochures encountered at state welcome centers and in accommodations or attractions in the greater Charleston area.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/10548408.2011.535440
Volume 28
Issue Number 1
Page from 1
Page to 12
ISSN 1054-8408
Date Accessioned 2011-06-01
Date Available 2011-08-24T07:14:49Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Tourism Marketing
URI http://hdl.handle.net/10072/40284
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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